What is a friendly home?

Home is where we feel most comfortable. Home is where we are happiest. Home is where our team players reside.

Welcome to an entirely new mowing experience.

Robomow’s Friendly Home lawnmowers fit effortlessly into your lifestyle, making themselves instantly at home in your life, your garden and with your home team.

Designed to provide the easiest, most convenient and least time-consuming mow ever, Robomow mowers are garden-friendly (Install them away from the lawn), user-friendly (communicate with them from your smartphone) and family-friendly (your lawn, your schedule)!

At home and in the garden, Robomow is simply, your best team player.

What is a Robotic Mower?

A Robotic lawn mower is the modern day replacement for the more traditional manual mower, ride-on mowers and tractors. Operating quietly and autonomously, robotic mowers are designed to save you both time and money, leaving you free to enjoy other activities with family and friends.

Today’s robotic mowers are increasingly sophisticated. Self-docking and with their own working schedule, they require minimum human interaction and can even be programmed from the convenience of your smartphone!

Fun fact: Robotic mowers rank as the second largest category of domestic robots in the home today!

Robomow's history

Two Men, One Vision

Robomow was founded in 1995 and was originally called 'Friendly Machines'. Founded by two entrepreneurs, Mr. Udi Peless and Mr. Shai Abramson, legend has it that one hot summer's day, Mr. Peless’s wife asked him to mow the lawn. While trying to avoid this impending chore, Udi fantasized about a robotic lawnmower. …And so, Friendly Machines was born.

Stranger than Fiction

As you can see, the first prototypes were simply regular Rover lawn mowers with a bunch of bizarre machinery stuck on the top!

Much to Mulch About

A mulching mower employs high speed blades which retain the grass clippings inside the chamber until they are small enough to fall back onto the lawn and act as natural fertilizer. Therefore, the next generation of Friendly Machines prototypes were designed without the clippings bag, making them leaner, meaner and so much greener than other mowers.

Claim to Fame – ‘Robomow Classic’

This little fella, the Robomow Classic, debuted in the GLEE exhibition in Birmingham, UK in 1997 and was the 'father' of Friendly Robotics official first model. The Classic model was launched for sale in 1998 and sold about 4000 units between 1998 and 2001.

The Evolution of Revolution

2nd Generation

In 2000, the 2nd generation of robotic mowers was brought into being. …And the Robomow RL platform was born. Compared to the Robomow Classic, the Robomow RL was far more advanced, smaller, lighter and more user-friendly. This improved model sold 11,000 units between the years 2000 to 2013.

Robomow RL with Base Station

Further enhancements included the Base Station which enabled users to create a periodic lawn mowing program and essentially, to forget about lawn mowing altogether.

Other Machines Get in on the Action

In 2003, a joint venture with Hoover Company led to the creation of the RV, the first ever robotic vacuum cleaner. The RV was sold between the years 2003 and 2005.

A Household Name

In 2005, Friendly Robotics made the strategic decision to put its brand name 'Robomow' at center stage. Although the company is still called Friendly Robotics, today, the Robomow brand is widely recognized all over the world. And the rest, as they say, is history.

3rd Generation: Hi-Tech, Small Lawns, Lower Cost

In 2008, the Robomow RM made its debut as the 3rd generation of robotic mowers. Smaller, lighter and an improved version of the Robomow RL, RM was designed specifically for the small lawn which up until now had been largely ignored. This Robomow was an overnight hit, selling 30,000 units between 2008 and 2013.

Red is the New Black

Robomow City 120

4th Generation, Overnight Sensation

In 2013, the Robomow RS was born – this being the 4th generation of robotic mowers. This line was an overnight smash hit, selling 5000 units in just the first year. The Robomow RS also upgraded Robomow’s lawn size arsenal, with a lawn cutting capability of 3000m2!

Black Line Robomows

Also in 2013…Robomow came out with its 3rd product line, the Black line. These swanky models were created for the more tech-savvy user looking for that clean, sleek, elegant, latest must-have accessory.

Hot Off the Press

Robmow's 4th generation of mowers is set to expand in 2014 with the introduction of 5 additional models; the RS622, RS612, TS1800, TS1000, MS1800 and MS1000. Robomow will also be introducing a completely new platform for small and medium sized lawns to include 7 new models; the RC306, RC304, RC302, TC500, TC300, MC500 and MC300.

5th Generation, Smartphone Application

Introducing Robomow’s 5th generation of robotic mowers! These funky, cool Robomowers are designed for lawns of up to 600m2. Robomow’s best models ever, they offer a huge variety of features and lawn coverage options and are, of course, all fully programmable via the Robomow App!

The Robomow App: Control, Interact, Experience

It's here! The Robomow App! Interacting with your mower has never been faster, easier or more enjoyable! Click here to find out more.

Robomow's history

Two Men, One Vision

Robomow was founded in 1995 and was originally called 'Friendly Machines'. Founded by two entrepreneurs, Mr. Udi Peless and Mr. Shai Abramson, legend has it that one hot summer's day, Mr. Peless’s wife asked him to mow the lawn. While trying to avoid this impending chore, Udi fantasized about a robotic lawnmower. …And so, Friendly Machines was born.

Stranger than Fiction

As you can see, the first prototypes were simply regular Rover lawn mowers with a bunch of bizarre machinery stuck on the top!

Much to Mulch About

A mulching mower employs high speed blades which retain the grass clippings inside the chamber until they are small enough to fall back onto the lawn and act as natural fertilizer. Therefore, the next generation of Friendly Machines prototypes were designed without the clippings bag, making them leaner, meaner and so much greener than other mowers.

1997

Claim to Fame – ‘Robomow Classic’

This little fella, the Robomow Classic, debuted in the GLEE exhibition in Birmingham, UK in 1997 and was the 'father' of Friendly Robotics official first model. The Classic model was launched for sale in 1998 and sold about 4000 units between 1998 and 2001.

1999

The Evolution of Revolution

2nd Generation

In 2000, the 2nd generation of robotic mowers was brought into being. …And the Robomow RL platform was born. Compared to the Robomow Classic, the Robomow RL was far more advanced, smaller, lighter and more user-friendly. This improved model sold 11,000 units between the years 2000 to 2013.

Robomow RL with Base Station

Further enhancements included the Base Station which enabled users to create a periodic lawn mowing program and essentially, to forget about lawn mowing altogether.

2003

Other Machines Get in on the Action

In 2003, a joint venture with Hoover Company led to the creation of the RV, the first ever robotic vacuum cleaner. The RV was sold between the years 2003 and 2005.

2005

A Household Name

In 2005, Friendly Robotics made the strategic decision to put its brand name 'Robomow' at center stage. Although the company is still called Friendly Robotics, today, the Robomow brand is widely recognized all over the world. And the rest, as they say, is history.

2008

3rd Generation: Hi-Tech, Small Lawns, Lower Cost

In 2008, the Robomow RM made its debut as the 3rd generation of robotic mowers. Smaller, lighter and an improved version of the Robomow RL, RM was designed specifically for the small lawn which up until now had been largely ignored. This Robomow was an overnight hit, selling 30,000 units between 2008 and 2013.

Red is the New Black

Robomow City 120

4th Generation, Overnight Sensation

In 2013, the Robomow RS was born – this being the 4th generation of robotic mowers. This line was an overnight smash hit, selling 5000 units in just the first year. The Robomow RS also upgraded Robomow’s lawn size arsenal, with a lawn cutting capability of 3000m2!

Black Line Robomows

Also in 2013…Robomow came out with its 3rd product line, the Black line. These swanky models were created for the more tech-savvy user looking for that clean, sleek, elegant, latest must-have accessory.

Hot Off the Press

Robmow's 4th generation of mowers is set to expand in 2014 with the introduction of 5 additional models; the RS622, RS612, TS1800, TS1000, MS1800 and MS1000. Robomow will also be introducing a completely new platform for small and medium sized lawns to include 7 new models; the RC306, RC304, RC302, TC500, TC300, MC500 and MC300.

5th Generation, Smartphone Application

Introducing Robomow’s 5th generation of robotic mowers! These funky, cool Robomowers are designed for lawns of up to 600m2. Robomow’s best models ever, they offer a huge variety of features and lawn coverage options and are, of course, all fully programmable via the Robomow App!

The Robomow App: Control, Interact, Experience

It's here! The Robomow App! Interacting with your mower has never been faster, easier or more enjoyable! Click here to find out more.

Management Team

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Dedy Gur

VP of customer satisfaction

Dedy Gur

Dedy brings with him 20 years of experience in Product Management and Engineering. Responsible for New Product Testing and Releases, After-Sales Support and Product Management, he originally joined Friendly Robotics in Dec 1999 as Customer Support & Quality Assurance Director. Previously, Dedy was Process Eng. Leader & Quality Assurance Manager at Motorola South Israel Ltd.
Dedy holds a B.Sc. In Mechanical Engineering and an MBA from the Ben-Gurion University.
“Working closely with and listening to our customers, is a critical factor in the continued delivery of high-quality products designed to exceed expectations.

Ofer Laufer

COO & OEM G.M

Ofer Laufer

Ofer brings with him more than twenty years of high-level executive experience in a wide array of global Operations in company’s in high growth. Previously, VP Operations at Powerpaper, a startup developing a unique platform for the cosmetic and pharmaceutical markets, Operations Director at Alvarion (Nasdaq: ALVR), a leading global wireless networking company, Plant Manager at A.M.S. Electronics, a turn-key company in the electronics industry, and Vice Production Manager at Lucent Technologies (NYSE:LU), Ofer’s extensive background at growing companies speaks for itself.
Ofer holds a first degree in Electrical Engineering and an MBA from the Hebrew University of Jerusalem.
“While we are fascinated by new technologies, processes and new business models, it is human values – such as integrity, compassion and empathy – that should be the guiding light of all that we do.

Noa Chen

VP Finance, Human Resources & Information Technology

Noa Chen

Bringing with her combined expertise in the areas of finance, human resources and information technology, Noa joined Friendly Robotics in 2011. Previously, Senior Assurance Manager at PricewaterhouseCoopers Israel for over a decade, Noa holds vast, in-depth understanding in hi-tech and industrial companies, multinational corporations and SEC registrants.
Noa holds a B.A. With Honors in Accounting & Business Administration from the College of Management Academic Studies. She is also a Certified Public Accountant in Israel.
“Thinking outside of the box and allowing employees the freedom to improve processes and drive efficiencies is critical to a company’s ability to succeed.

Udi Peless

Co-Founder, CEO & VP Marketing

Udi Peless

Co-founder and CEO of Friendly Robotics, Udi comes from a strong background in engineering, technology and marketing. Previously CEO of Biosense, a hi-tech startup acquired by Johnson & Johnson and founder of a software company in the field of aircraft mission planning, Udi began his carrier as an engineer and later, Marketing Manager at Elbit, a leading provider of military equipment.
Udi holds a B.Sc with Honors in Computer Engineering from the Haifa Technion Institute of Technology in Israel.
“Domestic robots, in a variety of applications, are imminent and will soon be as common as the microwave in every home. When that happens, Robomow is perfectly positioned to be amongst the brand leaders.”

Gerome de Schutter

VP Sales

Gerome de Schutter

Vice President of Sales at Friendly Robotics since 2012, Manager of Friendly Robotics BV in Holland since its establishment in 2007 and a Robomow distributor since 2001, Gerome is an expert in Robotic lawn mowers. Previously, Gerome was Co-Founder & CEO of MDS BV, Andelst and Co-Founder & CEO of Garden Motors NV, Desim NV and MDS Parts.
Gerome is a graduate of the Dendermonde Business School and is fluent in Dutch, French, German, English and Italian.
“Companies, like people, have to keep moving ahead. Only when moving can we see the landscape evolve.

Shai Abramson

Co-Founder & CTO

Shai Abramson

Shai Co-founded Friendly Robotics in 1995. Previously a Team Leader and Project Manager in the Israeli Defense Force’s Technology Unit, Shai is the recipient of the Israeli Security Prize.
Shai is a graduate of the elite training program “Talpiyot”. He holds a B.Sc in Physics & Mathematics, with honors, from the Hebrew University of Jerusalem and an M.Sc in Electronic Engineering, with honors from the Tel-Aviv University.
“It is my belief that the journey is just as important as the destination. Accordingly, human resources are the most vital asset of any organization and ultimately, the secret ingredient to Robomow’s success.

Press

Robomow launches new robotic lawn mower RS 630

05-03-2013

Robomow today launches the RS 630 - the latest member of the Robomow line of robotic mowers, for domestic lawns of up to 3000m².